Speedo for Target Learn-to-Swim Development

One of my early jobs for Speedo was a SMU (special make-up) for Target's 2014 learn-to-swim kid's products. This project came in around the holidays of 2012 and my assignment was 20 spot prints— 10 each for boys and girls. In two weeks I created some of my favorite private label work to date— I love designing for the youth market and the team at Speedo is really great to work with. One of my favorite girl's options was on a black background and I was really rooting the design, but I was reminded that we're not quite there yet with consumers. I know *I* would buy it, and some of my more stylish mommy friends would too— but this needs to appeal to the larger demographic, so when it came to the final color-ups we stuck with brights. NickyOvitt_Speedo14LTSDiaryDoodle1

The process consisted of research and illustration, idea/sketch approval, color way suggestions and revisions, and the creation of mood boards. I then applied the final designs to product CADS, designed prints, and chose fabrication and stitching details.


The final choice for girls ended up being this sketchy, doodle-y, floral— colored up in a Lilly Pulitzer-inspired palette. Internal design changes, production requirements, and factory timing can all influence the final outcome so these look a bit different from the last time I saw them, but I'm thrilled with the collection and it was a real thrill to see them at my local Target store! Check back for more job/process updates or follow me on Instagram, which seems to be my preferred social media tool of the moment!